Alternative Evaluation

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Definition: Alternative Evaluation

A consumer usually develops a host of options to choose from while looking for a particular product or a solution per se.

He then evaluates the various options with one another against certain criteria. It is this process which is called alternatives evaluation.

To evaluate, consumers develop evaluative criteria-which acts as a metric telling him whether the product is good or bad and to put it in his option list or not. It is very important for a marketer to correctly understand the evaluative criteria of the target consumer and accordingly fit in his offering in it.

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